Customer Journey Mapping (CJM) is a strategic tool used by businesses to visualize and understand the full experience a customer has with a brand or product. It involves tracking the customer’s interactions from initial contact to post-purchase support. In modern marketing, CJM plays a crucial role in shaping customer-centric strategies, enhancing user experience, and driving brand loyalty.

Effective CJM offers various benefits to businesses, including improved customer satisfaction, enhanced brand perception, increased customer retention, and better alignment of marketing efforts with customer needs. By creating detailed customer journey maps, companies can identify pain points, opportunities for improvement, and moments that matter in the customer experience.

Top Tools for Customer Journey Mapping in 2024

Top Tools for Customer Journey Mapping in 2024


Lucidchart is a versatile tool known for its user-friendly interface tailored for creating customer journey maps. Its features include a drag-and-drop interface, an extensive symbol library specifically designed for CJM, collaboration and sharing capabilities, as well as real-time feedback and commenting. Lucidchart offers a free plan for basic usage and affordable paid plans starting at $15 per month.


Miro stands out as a collaborative platform offering a virtual whiteboard for creating customer journey maps. With a wide array of templates and tools dedicated to map creation, Miro enables real-time co-authoring and brainstorming sessions. It also integrates seamlessly with other productivity software. Miro provides a free plan for small teams and paid plans starting at $10 per month. Check this blog on Guide to Analyzing Your Customer Journey Maps for Deeper Insights


Xtensio is a dedicated CJM tool that provides guided journey analysis and visualization tools. With AI-based insights and recommendations, Xtensio offers a unique approach to customer journey mapping. It integrates smoothly with CRM and analytics platforms, tailoring the mapping process to data-driven decision-making. Xtensio offers custom pricing based on specific features and usage requirements.


Smaply offers customizable templates tailored to various industries and use cases, making it a versatile choice for CJM. It provides collaboration and user management features, along with integration options with Google Analytics and Salesforce for data enrichment. Smaply also offers a mobile app for convenient on-the-go editing. The tool offers a free plan for individual use and paid plans starting at €25 per month.

Adobe Journey Optimizer

Adobe Journey Optimizer

Adobe Journey Optimizer is part of the Adobe Experience Cloud suite, providing comprehensive customer data for in-depth journey mapping. With advanced segmentation and targeting capabilities, real-time journey monitoring, and optimization features, Adobe Journey Optimizer is a powerhouse tool for CJM. It seamlessly integrates with Adobe Analytics and Marketo. Pricing is customized based on enterprise needs. Read more about this on Leveraging Customer Journey Maps for Enhanced Marketing Automation

Qualtrics XM Experience iD

Qualtrics XM Experience iD offers research-based insights to help businesses understand customer experiences deeply. It integrates with Qualtrics surveys and data analysis tools, enhancing the customer journey mapping process within a broader customer experience platform. With collaboration and sharing features, Qualtrics XM Experience iD fosters cross-functional alignment. Pricing is tailored to specific features and usage requirements.

Comparison of Features

When comparing these top tools for customer journey mapping, several factors come into play:

FeaturesLucidchartMiroXtensioSmaplyAdobe Journey OptimizerQualtrics XM Experience iD
Ease of Use and CollaborationYesYesYesYesYesYes
Range of Templates and SymbolsExtensiveWideGuidedCustomizableComprehensiveResearch-based
Data Integration and AnalysisLimitedYesCRM/AnalyticsGoogle Analytics/SalesforceAdobe Analytics/MarketoQualtrics surveys/data analysis
Pricing and ValueFree + Paid PlansFree + Paid PlansCustom PricingFree + Paid PlansCustom PricingCustom Pricing

selecting the right tool for creating customer journey maps is essential for businesses looking to enhance their customer experience strategies. Each of the top tools mentioned

– Lucidchart, Miro, Xtensio, Smaply, Adobe Journey Optimizer, and Qualtrics XM Experience iD

– offers unique features and capabilities tailored to different business needs. Considerations for tool selection should include ease of use, collaboration features, template variety, data integration capabilities, and pricing. Utilizing the right CJM tool can lead to improved customer satisfaction, greater brand loyalty, and more effective marketing strategies in 2024. Read more on Comprehensive Guide to Understanding Customer Journey Mapping

Frequently Asked Questions

1. What is a customer journey map?

A customer journey map is a visual representation of the steps and interactions a customer goes through when engaging with a company or brand.

2. Why are customer journey maps important?

Customer journey maps help businesses understand their customer’s experiences and pain points, enabling them to improve customer satisfaction and loyalty.

3. What are some key tools for creating customer journey maps?

Some of the top tools for creating effective customer journey maps in 2024 include CXMap, Canva, UXPressia, Smaply, and Adobe XD.

4. How can customer journey maps benefit businesses?

Customer journey maps can help businesses identify opportunities for improvement, personalize customer experiences, and increase overall customer satisfaction and retention.

5. What are the key elements to include in a customer journey map?

Key elements to include in a customer journey map are touchpoints, customer emotions, pain points, goals, and channels of interaction throughout the customer’s journey.


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By Lina

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